Corona unveiled a limited-edition collaboration with celebrity fashion designer Talia Coles. Coined Feliz Navi-Drip, the exclusive holiday pairing consists of limited-edition holiday cans of Corona Extra and matching robes, both designed by Talia.
The limited-edition color-changing cans of Corona Extra are available in 12-packs sold exclusively in Los Angeles, Miami, New York and Philadelphia. The special holiday cans will be available beginning on Black Friday, and when they’re gone, they’re gone.
Consumers also can scan the QR code on the back of the can that will take them to the Corona Holiday Sweepstakes website where they can enter for a chance to win a robe to complete the full Feliz Navi-Drip set, but supplies are limited, it notes.
Talia’s designs were inspired by a desire to bring modern style to traditional holiday gear. The tastemaker has brought a refreshed perspective to the ugly sweater game, marrying the Corona brand’s Latin flair with her own couture approach. The can’s exterior is infused with color-changing thermochromic ink technology, that reveals the beach hut from the famed Corona holiday commercial as the can goes from ice-cold and full to empty. The robe is designed to match the can.
“I am thrilled to be collaborating with Corona on this capsule collection, applying my ‘design your life’ mantra to the beer space and holiday season,” Talia said. “I’ve collaborated with Corona and Snoop Dogg on all of the ‘La Vida Más Fina’ commercials, so it’s exciting to go a step further, extend the rules around where fashion lives and see my couture designs adorn the brand’s iconic cans.”
Talia has played an integral role in the La Vida Más Fina campaign since it debuted three years ago, helping craft the Fine Life vibe at the beach. The robes worn by Snoop Dogg attracted a cult following, with consumers consistently asking Corona how to get their hands on one.
“The holidays have long represented a moment when ugly sweaters take center stage, but here at Corona, we thought it was time to change that. We’re upgrading festive holiday attire from the typical ugly sweater to a cool and comfy robe, and our cans are getting a makeover that mirrors the iconic imagery of our classic holiday ad, making this the perfect pairing,” said Saul Trejo, director of brand marketing at Corona. “The entire Corona team is glad to elevate our relationship with Talia Coles to give fans what they want and bring a fresh perspective to the season.”
Consumers who can’t get their hands on the Feliz Navi-Drip in person are encouraged to visit the virtual beach hut experience powered by experiential e-commerce platform Obsess at CoronaUSA.com. In addition to entering a sweepstakes for a chance to win a robe of their own, they can get into the holiday spirit by watching the Corona “Feliz Navidad” holiday ad, play an arcade-style ornament collection game to receive a discount code to purchase Corona gear, and easily connect to Instacart and Drizly to order Corona online.